Our strategy for an optimised mailing list
16 Aug 2017

Our strategy for an optimised mailing list

How do you get the most out of your list of e-mail addresses? How do you get the list to grow with the right subscribers, and what do you need to do to make your mailings generate more satisfied customers? We share our hottest tips!

Tip 1 – Clear the clutter

In order to optimise the outcome of your e-mail newsletters, it’s important that your mailing lists are as accurate and up-to-date as possible. So make sure to clear and update them regularly.

Keep track of e-mail addresses that bounce back. Is it due to a misspelling? Add the correct e-mail. Invalid, misspelled, and deregistered addresses are automatically cleaned out by the Postman newsletter tool.

Tip 2 – Easy deregistration

Make sure that it’s as easy to deregister from your newsletter as it is to register. Besides being a legal requirement, it is also in your best interest. If it's not possible to unsubscribe easily, you run the risk of your mailings being blocked and marked as spam.

According to the Swedish Direct Marketing Association (SWEDMA), you should offer one of the following deregistration methods:

   a URL link to a deregistration page

   a “mail-to feature” with deregistration in the subject line

   activation of a new e-mail with a customer number and message that the person wants to deregister

Tip 3 – Segmentation

Just like the digital world at large, e-mail marketing is developing at record speed and our subscribers are becoming increasingly discerning. Through segmentation and recipient customisation, your newsletters become easier to absorb and thus often more appreciated.

So make sure that your subscribers receive different content depending on, for example, family situation, age, purchasing power, interests, needs, demographics, etc. This way you also prevent your subscribers and prospective customers from unsubscribing due to receiving irrelevant offers.

Take the time to sort your addresses and categorise them by areas that are relevant to the products or services that you offer.

Tip 4 – Personal design

Can you go even further? Is it possible for you to tailor newsletters with unique offers?

Targeted offers adapted specifically to each customer are becoming increasingly common. It is a very effective way of strengthening customer relationships, and it often results in loyal customers. Design your mailings to make your subscriber feel like you have sent it especially to him or her. Use the subscriber’s name in the greeting phrase or subject line, refer to previous purchases, or present a unique offer adapted to previous purchase patterns.

Tip 5 – Single or double opt-in? What suits you best?

In e-mail strategy, we talk about single opt-in and double opt-in when it comes to collection and management of e-mail addresses. Feel free to test which approach suits you best, and which one generates the most satisfied customers and subscribers for what you have to offer.

Single opt-in may initially give your more subscribers, a higher opening rate, and more clicks compared to double opt-in. At the same time, it may involve some risk. Among other things, incorrect e-mail addresses end up on your mailing list and you receive e-mail addresses from people who do not want your mailings.

Using double opt-in, you have a greater guarantee of reaching the recipients who are actually interested in your newsletters and mailings.

The guarantee comes from the recipient having to confirm registration for your newsletter through a confirmation e-mail. Usually by clicking on a confirmation link. Only once the subscription has been confirmed do you add the address to your mailing list.

Expanding your mailing list takes longer when you use double opt-in. On the other hand, it raises subscriber quality since they have to show their interest twice. It also reduces the risk of your mailings getting stuck in the spam folder.

Good luck with your mailing list! Any hey – do you have any questions or thoughts? Don’t hesitate to contact us. We look forward to hearing from you!

Get our smart tips on digital marketing. The newsletter will be published with about 10 numbers a year and of course we will not leave your address to anyone. Much pleasure!

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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.